SERIOUSLY SOCIAL (SAMPLE VERSION)

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SERIOUSLY SOCIAL (SAMPLE VERSION)

WARC TRENDS

SERIOUSLY SOCIAL

(SAMPLE VERSION)

>> A casebook of effectiveness trends in social media campaigns

>> By Peter Field and Carlos Grande

© Copyright Warc 2013. All rights reserved.


This is a

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Warc’s

Seriously

Social Trend

Report

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Warc Trends >> Social Media

Executive summary: Seriously social

Social media penetration has come

of age. Now knowledge of how to

use it seriously must catch up.

This report offers a challenge - in

more ways than one.

Nelson-Field and Klose issued

their warning (see quote, far right)

about usage of social media outpacing

credible research in late 2010.

Since then, Facebook has added

its billionth user. The daily volume

of Tweets has more than tripled to

330m. And Pinterest, Instagram

and others have emerged as social

platforms of scale. How many people

would dispute that today social activity

is still spreading faster than its

trusted analysis?

At Warc, we do not need to look

far for evidence of this challenge.

Social media was the joint most-used

channel at the 2012 Cannes Creative

Effectiveness Lions. In total, almost

60% of all case studies published by

Warc over the last two years have

featured social media in some form.

Yet doubts over how to show a

commercial return from social media

regularly surface in surveys of marketers’

top concerns. The irony of the

same activity featuring on both lists

of effectiveness case studies and lists

© Copyright Warc 2013. All rights reserved.

of effectiveness knowledge gaps is

self-evident.

The following report tries to bridge

these two developments. It aims to

describe what has worked for brands

socially and why. Its primary source

of evidence is a body of almost 800

recent cases on Warc featuring social

media. These were submitted to

awards run by Warc partners or Warc

itself and published on our service.

We studied them in three ways.

First, there is a statistical analysis

of trends among cases published between

January 1, 2011, and September

30, 2012. Then, we have summarised

the best cases - most winners

of Gold Awards or their equivalent -

75%

50%

Social

media

75%

22%

WOM, viral

65% 64% 62%

30%

Public

relations

including some published after September

30, 2012. By ‘best’ we mean

examples that combined a clear use

of social media with proof of its effectiveness.

Finally, we supplemented

this analysis with relevant material

from Warc news, event reports and

other articles.

At the outset, we should clarify that

most cases we studied used social

media in combination with other

channels. Single channel campaigns

- of any type - rarely feature in the

effectiveness and strategy competitions

from which Warc draws its

cases. Therefore, we try to pick out

the role of social media within mixed

media schedules.

% of Creative Effectiveness Lions featuring most used channels

11%

Branded

content

2012 2011

24%

Online

video

57%

55%

Television

Source: Warc indexing of Cannes Creative Effectiveness Lions, 2011-2012

We all know

that the rate

of growth in

social media

has far

surpassed

the rate of

credible

research in

this area.

Karen Nelson-

Field, Research

Associate,

Ehrenberg-Bass

Institute, and

Gavin Klose,

Director, Fusion

Source 1

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Warc Trends >> Social Media

Executive summary (contd.)

Brands’ use of social media is growing.

A more serious approach could

create more value from this activity.

The proportion of case studies on

Warc with social media elements is

on the rise (see later charts in this

chapter). This body of cases is not

intended to be necessarily representative

of the industry. After all, it

comprises success stories submitted

to top international awards schemes

in the expectation that they will be

recognised as unusually effective.

But the increasing presence of social

media in cases on Warc echoes

the many industry studies that have

detailed the growing spend and

priority allocated to social media

communications by brands.

One school of opinion holds that

at least some of this investment is

inspired by faddishness and blind

faith. This school may seize on the

fact that across the sample of cases

studied for this report, cases including

social media elements accounted

for a slightly smaller proportion of

Gold Award winners than their proportion

of all cases.

Compared to the average among

all Warc cases during the period,

cases including social media ele-

© Copyright Warc 2013. All rights reserved.

19%

2012-2016

forecast

compound

annual growth

rate in US

social media

advertising

Source:

BIA/Kelsey 2

55.5%

ments were also more likely to:

be shorter in duration

involve lower budgets

cite impressions rather than

business impact as results

These characteristics suggest many

brands still view social initiatives as

short-term and experimental. Yet the

best social cases show these attributes

are neither essential nor always

contributory to success.

Cases using social media were a lower % of Gold winners than of All cases

All cases

44.5%

51.1%

Gold winners

Included social media Excluded social media

Our view is that social media can

work in a variety of contexts including

larger, strategic programmes.

This report cites examples of it being

used effectively in diverse industry

sectors and in campaigns across the

budget spectrum.

Social media might not always be

the right choice for every context. But

in order for marketers to extract more

value from their investments in this

field, it is time for social media to be

taken more seriously.

48.9%

Source: Case studies on Warc, January 2011 - September 2012

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Social Trend

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Warc Trends >> Social Media

Executive summary (final)

Taking social seriously means

tackling fundamental questions.

This report does not cover how to

optimise ad units or messaging

styles in social media. The answers

to such implementational questions

will alter frequently as social sites try

to monetize audiences by developing

new features for brands. Instead, we

focus on overall approaches, goals,

budgets, metrics and integration.

Our summary view is that social

success often turns on meeting four

main challenges:

1. The adoption of a social mindset:

This approach prioritises how brands

can create content consumers need

or want to share - i.e. social currency.

It asks: is content share-worthy

and share-ready? With its stream of

personalised messages, P&G’s Old

Spice ‘Response’ campaign exemplifies

this mindset in action.

2. Social articulation of a clear idea:

In the best cases, a compelling idea

united diverse elements. Marketers

must be relaxed enough to enable

consumers to add their voices and

content to an idea for it to achieve

genuinely social expression.

© Copyright Warc 2013. All rights reserved.

186

Number of

personalised

videos created

during

Old Spice

‘Response’

campaign

Source:

Old Spice 3

3. Scaling up of ambition: Many initiatives

felt project-like in scope. Yet

the best featured substantial durations

and budgets, and proved their

commercial effectiveness with rigour.

Taking social seriously involves demanding

such standards of proof.

4. Including key elements: Staples

of successful social campaigns included:

taboo-breaking; humour; unusual

uses of celebrities; story-telling

or knowledge-pooling; ‘wow’ creativ-

ity; and calls to causes/participation.

The exact mix was determined by

insight into what would drive social

currency in the target audience.

Consider this report itself as a challenge

- or at least an open invitation.

Email us if you have research that

advances social knowledge. If you

have an impressive social case study,

submit it to a Warc Prize 4 . We promise

to update future editions with the

best new material.

P&G’s Old Spice created personalised messages from its frontman for consumers to pass on

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SAMPLE CHAPTER

MEASURING SOCIAL

MEDIA

>> How brands can stand out by a commitment to rigour

© Copyright Warc 2013. All rights reserved.


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Social Trend

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Warc Trends >> Social Media

At a glance Measuring social media

KEY INSIGHTS

1

2

3

4

© Copyright Warc 2013. All rights reserved.

Cases that depend heavily on social media statistics

as their evidence of success are still common.

But it is much more valuable to use metrics

such as sales or customer penetration, even if it

is not easy to isolate social’s exact contribution.

Some case studies rest on largely unproven

assumptions about the value to brands of social

media fans and their actions.

It is important to understand the link between

previous usage/preference of the brand and

any predisposition to engage with the brand on

social media.

A growing body of best practice cases can

show the commercial impact of social media,

both as a solus activity and within multi-media

campaigns.

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Warc Trends >> Social Media

The need for rigour in measurement

The best campaigns demonstrate

their effectiveness using

conventional commercial metrics.

In this report, we have largely

steered clear of cases that relied

mainly on social media data as proof

of effectiveness. We have focussed

on those reporting accepted metrics

such as increases in sales volumes,

share, margin or penetration. It is

time to justify this approach.

Whilst there is clearly a rising effort

to put a true commercial value on

social media activity, a huge opportunity

exists for marketers to distinguish

themselves by a commitment

to rigour. Of course, one could level

similar criticisms at many traditional

campaigns. But it would be a shame

if social media’s promise were undermined

by inheritance of the shortcomings

of older platforms.

Above all, case study authors

should avoid over-relying on reams

of social media impressions data.

Such data often includes negative

responses or those from irrelevant

audiences. Properly interpreted, it

can be useful as a measure of reach,

especially if it offers meaningful

comparisons with traditional media

reach figures. Brands such as Dove 5

© Copyright Warc 2013. All rights reserved.

Cases by Dove (above) and Inspired by Iceland show intelligent data analysis

demonstrate how this can be done.

Likewise, relationships between social

impressions and search volumes

or product requests are useful proxies

to establish.

But these are only elements in the

full evidence set needed to show

convincingly how communications

changed the target’s behaviour and

the brand’s business results. Inspired

by Iceland 6 is a rare example able to

track traffic from a Facebook page to

full-blown e-commerce opportunities.

Asking for this kind of rigour is not

the same as being proscriptive about

what gets measured. In addition to

common metrics, variables successfully

used include lowered costs of

contact/acquisition and, among nonprofits,

savings to the public purse. If

social media wants to capture more

spend, it is hard to escape the general

conclusion that investment in its

measurement will need to grow. That

is another consequence of taking

social media seriously.

It’s less

about data

collection,

because

there’s so

much data

out there. It’s

more about

back to

basics and

sticking to

a business

plan. Figure

out what

three things

you need to

measure.

Kimberly Kadlec,

Worldwide VP,

global marketing

group, at Johnson

& Johnson

Source 7

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Warc Trends >> Social Media

The need for rigour in measurement (contd.)

Social media case authors do

themselves a disservice by quoting

ill-defined measures.

Likes: Facebook ‘likes’ should not

be mistaken for automatic evidence

of an increased new commitment

to the brand. This is dangerous as

likes may be generated in response

to promotions or may be skewed

towards existing heavy brand users.

Some brands have connected ‘likes’

to fund-raising, by offering to make

donations in direct proportion to

‘likes’ created.

Sharing/comments: Reporting and

analysis of sharing/commenting on

of content can be useful, though it

is still rare to see it in detail. Again,

reach figures need to be put into the

context of traditional equivalents

(such as offline word of mouth).

Tweets: The value of a Tweet is determined

by its sentiment, its sender,

the number and quality of recipients

and their attention, and its ability

to attract re-Tweeting from relevant,

discrete users. It is to be hoped that

in future responses by Twitter audiences

will be analysed with greater

sophistication and granularity.

© Copyright Warc 2013. All rights reserved.

27%

of survey

respondents

said they had

no idea how

social media

success was

measured

within their

company

Source:

IAB/LBi/YouGov 8

Lynx published

dedicated

research on its

loyalty drive

Fans/Followers: The most impressive

cases correlate momentum in

Fan/Follower numbers to changes in

customer behaviour such as product

requests, sampling and, ultimately,

sales. The Lynx – Using social media

to drive brand loyalty Facebook

campaign 9 is an instance of a brand

prepared to invest and publish pre-

and post-campaign research. In this

case, the brand claimed, somewhat

controversially, to show increased

brand spend among Facebook fans

compared to existing brand loyalists

not exposed to the fan group.

Earned media ROI: The return on a

social media campaign should never

be calculated by estimating how

much the brand would have needed

to pay via advertising to generate the

equivalent to earned media mentions.

If estimating ROI is the goal,

the safest way to do so is to work out

the incremental net profit after all additional

marketing and distribution

costs (and ideally having discounted

other potential causes of the profit.)

Some case studies convincingly base

ROI estimates on lowered costs of

contact or acquisition, or on estimated

savings to public sector budgets

as a result of behaviour change.

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Warc Trends >> Social Media

Data: Digital measurement

BRAND STRATEGY IS THE LEADING DRIVER OF DIGITAL KPI

Which of the following influences your digital KPI setting? (tick all that apply)

Our brand strategy

Evolution of marketing KPIs

Set in relation to campaign goals

Company strategy

Evolved out of local market KPIs

Our purchase cycle

Financial period (quarter/year)

Other

No influences 0%

Lack of dedicated resources

Lack of knowledge of marketing teams

Lack of expertise in measurement

High number of data sources

Lack of time

Lack of past proven accountability

Cost (too high)

Lack of brand team interest

Other

© Copyright Warc 2013. All rights reserved.

4

4

8%

Lack of management interest 0%

13%

25%

29%

39%

38%

43%

50%

50%

54%

68%

67%

71%

75%

82%

Base: 28 companies. Source: WFA online survey, 2011

MEASUREMENT IS A PRIORITY BUT MUST BE BACKED UP WITH RESOURCE

What are the main barriers towards successful online measurement in your company?

(tick all that apply)

Base: 28 companies. Source: WFA online survey, 2011

KEY FACTS

A 2011 Warc/World Federation

of Advertisers survey found

overall brand strategy was

the most cited influence when

setting digital Key Performance

Indicators (KPIs) in brand owner

companies. It was more than

twice as likely to be cited as the

brand’s purchase cycle.

Encouragingly, no respondents

reported lack of management

interest as the biggest hurdle to

successful digital measurement

in their company. However, most

cited shortages of dedicated

resource and specialist knowledge.

Over half of the respondents

worried about specific

shortcomings in measurement.

The table on the next slide also

shows the variation between

metrics even within social media.

This underlines marketers’

challenge in making crosschannel

comparisons.

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Warc Trends >> Social Media

Data: Digital measurement

METRICS VARY DRAMATICALLY EVEN BETWEEN DIGITAL PLATFORMS

What digital KPIs do you use for the following?

(please tick all that apply to your company, even if the metric is being used for all platforms)

© Copyright Warc 2013. All rights reserved.

Online generally Social specifically Mobile marketing

1 Activity (requests/registrations) Number of fans/followers Engagement/activity

2 Direct visits/vistors to website Engagement/activity Reach

3 Clicks Number of impressions/page views/

retweets

4 General brand metrics (awareness

etc.)

5 Dwell time Mentions/branded searches on

Twitter/Facebook

Activity (requests/registrations)

Reach Number of conversions/registrations

Direct visits/visitors to website

6 Bounce rate Sentiment analysis Clicks

7 Reach Pass on rates (virals) Dwell time

Base: 28 companies, Resp: 25. Source: WFA online survey, 2011

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Warc Trends >> Social Media

Case study Inspired by Iceland

INSIGHT: By tracking Facebook visitors

in a consideration funnel, this

campaign estimated the total value

of its social communications.

CHALLENGE

With the country reeling from the

global financial crisis, Iceland’s tourism

industry was endangered by a

volcanic eruption. Fear that Iceland

was an unsafe destination spread

just ahead of the key summer tourism

period. A fast turn around of international

sentiment was needed.

SOLUTION

A social-centric campaign built on

the idea that 80% of visitors would

recommend Iceland as a destination.

It was agreed that at a set hour,

Icelanders - from the Prime Minister

down - would be encouraged to go

online and upload stories about why

their country was worth visiting.

Videos of celebrities and other

advocates were uploaded to a

website and to a Facebook page

which encouraged visitors to forward

videos to their friends abroad.

Webcams around the country sent

live footage to digital poster sites

in cities abroad and to the website.

© Copyright Warc 2013. All rights reserved.

The campaign monitored traffic from a Facebook page to travel websites

Search was optimised and a small

number of newspaper and radio

placements used to keep awareness

high. To sustain momentum and

reward active fans, a concert was

held in Iceland and beamed live via

webcast to 52 countries.

RESULTS

More than half of all Icelanders

contributed to the campaign, which

led to 2m stories being shared

and 45,000 fans recruited. Outside

North Korea, how many states could

call on such civic participation?

Nonetheless, the case merits attention

because of its use of Facebook

metrics. One in seven Facebook

visitors became a fan, and more than

one in three actively consided an

Icelandic trip.

Monitoring of traffic from the Facebook

page to travel websites led to

an estimate that 9% of Facebook visitors

were converted into a purchase

opportunity. In total, an extra 79,252

tourists, worth almost £140m in revenue,

were estimated to have visited

the country.

Read the full case study 10

Campaign

Inspired by

Iceland

Advertiser

Promote Iceland

Agency

The Brooklyn

Brothers

Market

International

Other examples:

Canadian

Tourism 11 , Keep

exploring, International

Philippines

Department of

Tourism 12 , It’s

more fun in the

Philippines,

International

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Warc Trends >> Social Media

Case study Metropolitan Police

INSIGHT: A multi-faceted measurement

approach was used to evaluate

this gang crime campaign.

CHALLENGE

London’s Metropolitan Police needed

to explain to teenage gang members

the English legal principle of ‘joint

enterprise’. This meant an individual

involved in a killing could be

charged with murder even if he or

she did not wield the fatal blow. The

audience was hard to reach and the

budget a modest £300,000 ($480,000).

SOLUTION

The agency developed short, interactive

films for a Facebook page. A

trailer introduced several characters

involved in the murder of a young

boy, Deon. Individual clips then followed

each character’s fortunes. The

audience was asked to guess the

killer’s identity.

All the films ended by explaining

that the subject character had not

killed Deon but was still charged

with murder. TV, radio, cinema and

posters drove traffic to the dedicated

Facebook page, and educational

materials were created for several

radio and DVD formats.

© Copyright Warc 2013. All rights reserved.

Facebook-hosted films played out the consequences of gang crime

RESULTS

The Facebook page had 135,000

unique visitors – four times the original

estimate – at 22% of the budgeted cost

per user. Tracking research reported

that 45% of the audience knew at least

one element of the campaign and

recorded high likeability and message

comprehension (59% for both metrics).

Several data points suggested the

content had drawn in users: 1% of visitors

completed an action on the Facebook

page compared to the network’s

average of 0.15%. Visitors typically

watched eight minutes of video (3.5

films); and over 60% of films were

watched in full. There was also a

higher than average ratio (28%) for

converting visitors to fans.

Taking into account the high message

take out and qualitative postcampaign

evidence, the case authors

estimate they deterred 22 youngsters

from being involved in crime leading

to a custodial sentence. This would

have prevented the need to spend

£2.5m on custodial services, and

equated to a return of 1:8.5.

Read the full case study 13

Campaign

The case in

defence of Deon

Advertiser

Metropolitan

Police

Agency

Abbott Mead

Vickers BBDO

Market

UK

Other examples:

Metropolitan

Police 14 , Choose

a different

ending, UK

Transport AccidentCommission

15 , Young

men pledge a

blood oath, New

Zealand

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Warc Trends >> Social Media

Implications Measuring social rigorously

1

2

3

4

© Copyright Warc 2013. All rights reserved.

PUT SOCIAL STATISTICS INTO CONTEXT

The value of social media volume metrics (likes, shares, Tweets etc.) is

best expressed in figures which can be meaningfully compared to those

in traditional media. Although social volumes are often smaller, they can

provide incremental reach and in-depth contact with new audiences.

INVEST IN LINKING SOCIAL DATA TO AUDIENCE BEHAVIOUR

Brands should follow the lead of the best social media cases that

persuasively explain how they increased penetration and generated sales

volumes among relevant audience segments.

RESEARCH BRAND FANS

It is worth allocating resource to more research and/or modelling in order

to understand the direction of causality between social media engagement

and brand purchasing. Do fans ‘like’ you because they are already

frequent purchasers, or vice versa?

WHERE POSSIBLE, USE ‘CLOSED LOOPS’ TO TRACK CUSTOMER JOURNEYS

Even if you employ a range of digital media, there may be particular

value in extra monitoring of Facebook properties that provide you with

a closed loop of data that can track journeys from initial page visits,

and ‘likes’ to e-commerce opportunities. The ‘Inspired by Iceland’ case

benefited from one such closed circuit.

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Warc Trends >> Social Media

Read more in the full report

FEATURED CASE STUDIES

1

2

3

© Copyright Warc 2013. All rights reserved.

1 Hellmann’s

Real Food Movement,

Canada

(Chapter 1)

2 GRAACC, Donate

your fame,

Brazil

(Chapter 3)

3 Gillette Mach3,

W.A.L.S., India

(Chapter 5)

4 NAB, Break-up,

Australia

(Chapter 5)

5 Metropolitan

Police, The Case

in Defence of

Deon, UK

(Chapter 6)

6 AT&T, You’ve

Got a Case, USA

(Chapter 7)

4

5

6

Contents

Warc’s Seriously Social Trend

Report features a summary and

seven chapters. It offers analysis,

cases, data and implications.

Executive Summary

Overview of main findings

1 The social mindset

Planning and insight priorities

2 Strategic or tactical?

Adopting the right approach

3 Loyalty or reach?

Which goals work best

4 Integration or stand alone?

Add value to media plans

5 Social budgets

Fitting funds to ideas

6 Measuring social media

Committing to rigour

7 Future directions

Where social goes next

Download the full report

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Warc Trends >> Social Media

References and further reading

1. The Social Media Leap: Integrating

social media into marketing

strategy

ESOMAR, WM3, October 2010

2. Social media adspend to double

in US

Warc News, November 2012 (free

link)

3. Old Spice: The Man Your Man

Could Smell Like Responds to the

Internet

North America Effies, 2011

4. Warc Prizes

5. Dove Body Lotion: The Dove

School of Body Language

Direct Marketing Association -

UK, 2011

6. Promote Iceland: Inspired by

Iceland

Warc Prize, 2012

© Copyright Warc 2013. All rights reserved.

7. How J&J dropped ‘disruption’ for a

content-led strategy

Event Reports, ANA Annual,

October 2012

8. How brands from Twitter to Tesco

are managing the shift to digital

Event Reports, IAB Engage, October

2012

9. Lynx: Using social media to drive

brand loyalty

IPA Effectiveness Awards, 2011

10. Promote Iceland: Inspired by

Iceland

Warc Prize, 2012

11. Canada: Keep Exploring

Warc Prize, 2012

12. It’s more fun in the Philippines

Warc Prize for Asian Strategy,

2012

13. Metropolitan Police: The case in

defence of Deon

IPA Effectiveness Awards, 2012

14. Metropolitan Police: Choose a

different ending

APG UK Creative Strategy

Awards, 2011

15. Transport Accident Commission:

Young men pledge a Blood Oath

for their mates

Case Studies on Warc, Grey, Melbourne,

2012

Cases studied for this report included

all cases indexed by Warc

within the stated periods.

These came from the following

sources: APG UK, ARF Ogilvies,

CAANZ Effies (New Zealand),

Cannes Creative Effectiveness

Lions, Cassies, DMA International

ECHO, DMA UK, Effies (Australia),

Effies (North American), Euro Effies,

IPA Effectiveness Awards, Jay

Chiats, Warc Prize, Warc Prize for

Asian Strategy.

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About Warc’s Seriously Social report

This report analyses more than 800 award-winning

case studies featuring social media to identify what

has worked for brands and why

Highlights include:

Examples of how brands such as Hellmann’s, AT&T,

Audi and Wal-Mart effectively deployed social media

Exclusive Warc data on budgets, campaign length,

media integration and other strategic issues

Analysis of four common characteristics identified

across hundreds of effective social campaigns

Practical implications for planning, goal-setting,

measurement and other aspects of social initiatives

The full report is available to subscribers of warc.com

Not a subscriber? Request a free trial at

www.warc.com/trial

© Copyright Warc 2013. All rights reserved.

Warc Trends >> Social Media

Data: Brands’ use of new platforms

Executive

Summary >> NEW PLATFORM USE

Chapter 1

Q: Which platforms have you recently started using/plan to use next year?

The social

mindset >>

10%

8%

17%

Chapter 2

17%

Strategic or

19%

tactical? >>

34% 17%

29%

25%

Chapter 3

Loyalty or

reach? >>

Mobile

Location-based apps

Blogs

Chapter 4

Integration or

stand alone? >>

14%

10%

9%

9%

10%

11%

Chapter 5

Social budgets >>

24%

21%

18%

Chapter 6

Measuring social

media >>

Viral video

RSS feeds

SEO: organic

Chapter 7

Future

directions >>

5%

10%

6%

11%

7%

6%

16%

Social networks

© Copyright Warc 2013. All rights reserved.

Executive

Summary >>

Chapter 1

The social

mindset >>

Chapter 2

Strategic or

tactical? >>

Chapter 3

Loyalty or

reach? >>

Chapter 4

Integration or

stand alone? >>

Chapter 5

Social budgets >>

Chapter 6

Measuring social

media >>

Chapter 7

Future

directions >>

16%

Gaming Search: paid keyword

Used less than 1 year Not using, but plan to next year

Warc Trends >> Social Media

© Copyright Warc 2013. All rights reserved.

Executive

Summary >>

Chapter 1

The social

mindset >>

Chapter 2

Strategic or

tactical? >>

Chapter 3

Loyalty or

reach? >>

Chapter 4

Integration or

stand alone? >>

Chapter 5

Social budgets >>

Chapter 6

Measuring social

media >>

Chapter 7

Future

directions >>

Base: 224, Source 8 : ANA, Digital and Social Media Survey, 2012

Case $1m-$5m Knorr Sidekicks

INSIGHT: Combining TV and social

campaigns offers new ways to employ

brand icons.

CHALLENGE

Sidekicks was a faltering range of

Canadian ready to serve side dishes

with reduced sodium levels. It was

suffering at the hands of rivals that

had expanded into fast-food brand

extensions. Although it wanted to

draw attention to its low salt formula,

the brand suspected that functional

messaging or a clichéd caring mom

approach might not deliver a sufficient

impact.

SOLUTION

The brand’s strategy was to promote

itself as a healthier, tasty alternative

and create a new brand icon with

whom consumers could bond.

Salty was the endearing star of the

resulting campaign designed to turn

around the fortunes of the brand. The

character was a dejected salt shaker

who shared his feelings and insecurities

about what he was going to

do next – now that his role in family

mealtimes had been reduced by the

rise of a lower sodium diet.

TV-led, the campaign boosted its

KEY FACTS

www.warc.com

www.warc.com

13%

Social media added other dimensions to the Salty character created for TV

effectiveness with powerful social

media exploitation. Twitter and Facebook

profiles helped Salty to interact

with people to find new friends and

jobs, and online videos were created

to dramatize episodes from his ‘new

life’ such as job hunting.

RESULTS

Warc Trends >> Social Media

© Copyright Warc 2013. All rights reserved.

There were many other lovely emotive

touches on and offline in this

Mobile and location-based technologies

top marketers’ lists of

recently begun and near-future

initiatives, according to the Association

of National Advertisers

(ANA) in the USA. However, any

over-emphasis on the transactional

opportunities of mobile is

likely to put consumers off.

Each of the nine platforms listed

left has some specific content

requirements and timetables.

It makes senses to approach

these within an overall content

marketing plan that prioritizes

selected opportunites and resources.

Social networks feature fairly

low down on this list of respondents’

new activities, suggesting

they are already well used.

case study. The campaign drove

traffic to the brand website as well

as to social media on which users

could upload and share video material.

Commercially, two share points

of growth drove sales value growth

of 18% - entirely accounted for by a

penetration rise of 2.3 points (loyalty

pursuers take note).

Read the full case study9 Campaign

Salty

Advertiser

Unilever

Agency

DDB Canada

Market

Canada

Other examples:

McDonald’s 10 ,

Let’s Meet Up,

China

Snickers 11 ,

World’s Longest

Football Match,

Middle East

www.warc.com

Implications Focusing on quality reach

BE WARY OF LOYALTY-BASED SOCIAL STRATEGIES

1

2

3

4

Until there is more evidence in support of a contrary view, brands should

prioritise reach and penetration goals in social campaigns over loyaltybased

objectives.

MAKE A GOAL OF ACHIEVING MASS REACH

For many brands, it is necessary to achieve near mass market reach to

gain a sufficient number of new customers and it may be imperative to

make attaining this mass reach an objective. You should put social media

reach figures in context of the reach levels achieved by traditional media

campaigns.

PLAN FOR TRADITIONAL MEDIA SUPPORT

In most instances, it will be difficult to achieve mass market reach using

social media alone and a combination of social and traditional is most

likely to achieve this.

DESIGN A ROLE FOR CONSUMER CONTENT

Brands can extend the reach of paid-for media by enabling consumers to

share campaign material on social media, adding their own content and

followers’ reach in the process. This effect needs to be designed into communications

from the outset for maximum impact.

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About the authors

© Copyright Warc 2013. All rights reserved.

PETER FIELD

Peter Field is a consultant and author of several reports into effectiveness,

including Marketing in the Era of Accountability, jointly

written with Les Binet. Earlier in his career, Peter ran the account

planning departments at Bates and Grey. He has frequently written

for Warc and Admap and regularly presents at leading industry

conferences.

Email peter.field@dsl.pipex.com

CARLOS GRANDE

Carlos Grande is editor of Warc. He joined Warc in 2008 after eight

years at the Financial Times, where he was latterly marketing

correspondent. Previously, he was acting deputy on the FT’s UK

companies newsdesk and a senior UK companies reporter. Prior to

that, Carlos edited Creative Business, the FT’s weekly section and

website covering media, marketing, advertising, PR and technology.

Email carlos.grande@warc.com

JAMES AITCHISON (RESEARCH)

Research on the Warc case study bank was provided by James

Aitchison, managing editor of warc.com. Since joining Warc in 2001,

James has been involved in all aspects of the company’s online service.

He now manages Warc’s digital publishing team. Prior to joining

Warc, James was a public affairs executive at the UK Advertising

Association representing the industry to government and media.

Email james.aitchison@warc.com

www.warc.com

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